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OverviewGlobalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage. This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read forall MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace. Full Product DetailsAuthor: RajagopalPublisher: Springer Nature Switzerland AG Imprint: Springer Nature Switzerland AG Edition: 1st ed. 2019 Weight: 0.539kg ISBN: 9783030249328ISBN 10: 3030249328 Pages: 288 Publication Date: 08 October 2019 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsTable of Contents Part 1: Understanding Market Competition Chapter 1: Managing brands in Competitive Marketplaces Chapter 2: Branding Decisions Chapter 3: Brand Positioning and Value creation Part 2: Managing Brands Chapter 4: Branding Strategy Chapter 5: Brand Portfolio Management Chapter 6: New Trends in Brand Management Chapter 7: Branding in Emerging Markets Part 3: Control and Measurement Chapter 8: Brand-Market Risks Chapter 9: Brand AuditReviewsAuthor InformationDr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Visiting Professor at Boston University, USA. He has authored 58 books and over 400 research papers. Rajagopal is Editor of several academic journals. Tab Content 6Author Website:Countries AvailableAll regions |
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